Liverpool FC Expands AI Partnership with SAS for Personalized Fan Engagement

Apr 28, 2026
Liverpool FC will use AI and data analytics from SAS to deliver personalized digital fan experiences through SAS Customer Intelligence 360 and SAS Viya, enhancing global supporter engagement.
Liverpool FC Expands AI Partnership with SAS for Personalized Fan Engagement

Liverpool FC will use artificial intelligence and data analytics from SAS to enhance how it engages with supporters digitally, announced in a press release. The football club aims to create more relevant and personalized fan experiences as part of its multiyear partnership with SAS.

The initiative will use SAS Customer Intelligence 360 and SAS Viya to deliver tailored digital interactions and merchandising offers for fans worldwide. These tools will support adaptive customer journeys and continuous learning based on fan behavior and engagement signals.

Liverpool FC will also introduce AI agents within SAS Customer Intelligence 360 to manage and improve digital engagement in real time. The system will allow the club to optimize fan journeys dynamically and gain insights into operational and performance data across digital channels.

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